Article Per Year (5 Year)
p-Index From 2021 - 2026
0.92
P-Index
This Author published in this journals
All Journal Applied Business and Administration Journal (ABAJ) Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis Journal of Management and Business
Putri, Anggun Rianda
Unknown Affiliation
Economics, Econometrics & Finance Other

Published : 5 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 5 Documents
Search

 1 
PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GENERASI Z PADA PLATFORM E-COMMERCE DI INDONESIA Putri, Anggun Rianda
Journal of Management and Business Vol.2 No.2 (Nov 2025)
Publisher : Universitas Bhakti Asih Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65344/mass.v2i2.145

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap keputusan pembelian konsumen Generasi Z pada platform e-commerce di Indonesia. Generasi Z dikenal sebagai konsumen yang melek teknologi dan aktif menggunakan media sosial serta platform belanja online. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei melalui kuesioner online. Sampel penelitian terdiri dari 200 responden Generasi Z pengguna e-commerce di Indonesia. Data dianalisis menggunakan regresi linier berganda untuk mengetahui pengaruh berbagai komponen digital marketing, seperti sosial media marketing, influencer marketing, dan konten marketing, terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen Generasi Z, dengan sosial media marketing sebagai faktor paling dominan. Penelitian ini memberikan implikasi bagi pelaku e-commerce dalam menyusun strategi pemasaran digital yang efektif untuk menarik perhatian dan meningkatkan loyalitas konsumen Generasi Z.
Analisis Perilaku Konsumen pada Aktivitas Live Shopping di TikTok Shop terhadap Keputusan Pembelian Produk Fashion Lokal Putri, Anggun Rianda
Journal of Management and Business Vol.2 No.2 (Nov 2025)
Publisher : Universitas Bhakti Asih Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65344/mass.v2i2.146

Abstract

Perkembangan teknologi digital telah mengubah pola perilaku konsumen dalam melakukan aktivitas belanja online. Salah satu inovasi yang berkembang pesat adalah fitur live shopping pada platform TikTok Shop, di mana konsumen dapat melihat produk secara langsung, berinteraksi dengan host, serta melakukan pembelian dalam satu waktu. Penelitian ini bertujuan untuk menganalisis perilaku konsumen dalam aktivitas live shopping serta pengaruhnya terhadap keputusan pembelian produk fashion lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, di mana sampel terdiri dari 150 responden yang pernah melakukan pembelian produk fashion lokal melalui live shopping TikTok Shop. Pengumpulan data dilakukan melalui penyebaran kuesioner online, dan analisis data menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa faktor kenyamanan interaksi live, kejelasan informasi produk, daya tarik host, dan intensitas promosi secara signifikan mempengaruhi keputusan pembelian konsumen. Dengan demikian, dapat disimpulkan bahwa aktivitas live shopping berperan penting dalam membentuk perilaku konsumen dan meningkatkan keputusan pembelian produk fashion lokal. Strategi live commerce yang interaktif, komunikatif, dan persuasif perlu terus dioptimalkan untuk meningkatkan daya tarik konsumen dalam proses belanja digital.
Analysis of the Effectiveness of Digital Marketing Strategies on Customer Engagement on E-Commerce Platforms in Indonesia Putri, Anggun Rianda; Hoer, Abdoel; Rudiyanto; putri, anggun
Applied Business and Administration Journal Vol. 5 No. 1 (2026): The Effectiveness of Implementing Information Systems in Enhancing Accountabili
Publisher : Ebiz Prima Nusa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62201/abaj.v5i1.398

Abstract

This study aims to analyze the effectiveness of digital marketing strategies in enhancing customer engagement on e-commerce platforms in Indonesia. The research focuses on examining how various elements of digital marketing, including social media activities, visual content, promotional personalization, and technology-based interactions, influence consumer engagement in digital environments. The study employs a quantitative approach by distributing questionnaires to 350 respondents who are active users of e-commerce platforms such as Shopee, Tokopedia, and Lazada within the past year. The data were analyzed using multiple linear regression to examine the influence of each variable. The results indicate that digital marketing strategies have a positive and significant impact on customer engagement, particularly in terms of content personalization and real-time interactions through features such as live chat and push notifications. These findings emphasize that the success of e-commerce platforms in enhancing consumer engagement is strongly influenced by their ability to optimize relevant and user-centered digital strategies. This study contributes to the development of more adaptive and competitive digital marketing practices within the 2025 digital business landscape.
The Influence of Green Digital Marketing on Brand Image and Customer Loyalty Putri, Anggun Rianda
Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi) Vol 6 No 1 (2026): JURNAL DIMMENSI
Publisher : Prodi S1 Administrasi Bisnis Universitas Sangga Buana YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/dimmensi.v6i1.5210

Abstract

The rapid growth of digital business has encouraged companies to adopt environmentally responsible marketing strategies to strengthen their competitiveness. Green digital marketing has emerged as an approach that integrates sustainability values into online promotional activities. This study aims to examine the influence of green digital marketing on brand image and customer loyalty in the digital marketplace.This research applies a quantitative approach using a survey method. Data were collected from 150 respondents who actively use online shopping platforms and have interacted with digital promotional content from environmentally responsible brands. The sampling technique used was purposive sampling. Data analysis was conducted using multiple linear regression with the support of statistical software.The results show that green digital marketing has a significant positive influence on brand image. Furthermore, brand image also has a significant positive effect on customer loyalty. The findings indicate that green digital marketing indirectly contributes to strengthening customer loyalty through the improvement of brand image. These results confirm that integrating sustainability values into digital marketing strategies can enhance brand perception and encourage long-term relationships with customers.This study provides practical implications for digital business managers to design marketing campaigns that emphasize environmental responsibility as a strategic tool to build a strong brand image and loyal customer base.
The Influencer of Creator and MSMe Collaboration on Store Growth in Tiktok Shop Putri, Anggun Rianda
Jurnal Digital Bisnis, Modal Manusia, Marketing, Entrepreneurship, Finance, & Strategi Bisnis (DImmensi) Vol 6 No 1 (2026): JURNAL DIMMENSI
Publisher : Prodi S1 Administrasi Bisnis Universitas Sangga Buana YPKP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32897/dimmensi.v6i1.5211

Abstract

This study examines the influence of collaboration between content creators and micro, small, and medium enterprises (MSMEs) on store growth in TikTok Shop. In the context of rapidly expanding social commerce, collaboration with creators has become an important strategy for MSMEs to increase product exposure and sales performance. This research aims to analyze how partnerships with creators contribute to the development of MSME stores on TikTok Shop. A quantitative approach was employed using survey data collected from 200 MSME owners who actively sell products through TikTok Shop. The respondents were selected using purposive sampling, focusing on MSMEs that have experience collaborating with creators. The data were analyzed using multiple regression to examine the relationship between creator–MSME collaboration and store growth. The findings indicate that collaboration with creators has a positive and significant effect on store growth. Creator partnerships enhance product visibility, consumer trust, and audience engagement, which in turn contribute to increased sales volume and follower growth of MSME stores. The results suggest that the quality and consistency of creator collaboration play an important role in strengthening the performance of MSMEs in the TikTok Shop ecosystem.This study provides practical insights for MSME owners in optimizing creator partnerships as a strategic tool to improve business growth on social commerce platforms. It also contributes to the literature on digital marketing and social commerce by highlighting the role of collaborative marketing in emerging e-commerce environments.
Co-Authors Hoer, Abdoel Putri, Anggun rudiyanto